UPDATE: Abercrombie & Fitch CEO Mike Jeffries has finally formally apologised for comments made six years ago about how "uncool" kids and "fat women" shouldn't be wearing the brand's clothes.

His comments sparked a social media furor after they were brought to light two weeks ago.

"We sincerely regret and apologize for any offense caused by the comments we have made in the past which are contrary to (the values of diversity and inclusion)" a statement released in the New York Observer read.

"We look forward to continuing this dialogue and taking concrete steps to demonstrate our commitment to anti-bullying in addition to our ongoing support of diversity and inclusion."

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Comments on this story

Brad Page of Reality Posted at 10:09 AM May 16, 2013

I have no issue at all with them pitching their products to a target market. The only thing he has done differently here is be honest about what they are doing. It is actually a very brave move - considering the target demographic is small (if the current obesity stats are correct).
I don't see how this is any different whatsoever to a high end jewellery store or car dealer. I wonder if the people that run "big and tall" experience the same negativity for marketing directly to tall and or overweight people?

Comment 1 of 24

Sam Arnold of Australia Posted at 10:09 AM May 16, 2013

Sex sells. Fat people don't. We're angry at him for speaking the truth ? Have a lend.
Your angry at him for explaining their business model ? For trying to have his company remain an exclusive one ? Have a lend.
Grow up. If your self concious about being fat. Do something about it.

Comment 2 of 24

Jonsey Posted at 10:11 AM May 16, 2013

7 years ago!?! WHO CARES.....and he only said what every higher end brand is thinking. It's histerical.

Comment 3 of 24

joe Posted at 10:11 AM May 16, 2013

that's not an apology... "regret that my choice of words was interpreted in a manner that has caused offense"..... that's a copout... an apology would be "I'm sorry I offended you by choosing offensive words"... grow up and take responsibility. This is just an insult.. you're better off not saying anything than the vomit you just regurtitated

Comment 4 of 24

Josh Posted at 10:12 AM May 16, 2013

Because it's not like there are any other brands that have the same mentality.
Funnily enough, with this as publicity I can see them keep their target market (which is what they actually want) while the uncool keep having a teary saying this isn't right blah blah blah.
Who cares, get over it.

Comment 5 of 24

Michael Posted at 10:14 AM May 16, 2013

This CEO has a communication problem. I can see that he's trying to say that their target market is 'cool' people, but the way he put it - by saying they don't want anyone else to wear their product - was bound to aggravate people. However, that was 7 years ago. A&F could really turn this around by jumping on-board and donating old stock to the homeless themselves, which would give their image a boost and show they actually do "care about the broader communities in which [they] operate" rather than it sounding like damage control.

Comment 6 of 24

Allan Harrower of Bundaberg Posted at 10:14 AM May 16, 2013

Hmmmm, bit of a back-pedal by Jeffries. It appears it has only taken him seven years to notice the size of the All American person has changed and vanilla is not such a bad flavour after all. .

Comment 7 of 24

DT Posted at 10:17 AM May 16, 2013

OK - so how much has this come back to haunt him? He is still CEO after 6 years; and you have just plastered his company all over your newspaper site front page. Seems to be be going OK to me.

Comment 8 of 24

AdamC of Melbourne Posted at 10:36 AM May 16, 2013

This online 'I'm offended' brigade seems to lack emotional maturity. Of course A&F do not want fat and uncool people to wear their clothes. How can someone stating the bleeding obvious be cause for such outrage?

Comment 9 of 24

Get over it of Sydney Posted at 10:40 AM May 16, 2013

Who cares? He has a brand to manage - if he wants to manage it so only cool, attractive, slim people buy, he can. A&F have a particular image and he's nurturing that. His comments were stupid, but let's not pretend he's doing anything other than what every other brand does.

Comment 10 of 24

Miles of Adelaide Posted at 10:56 AM May 16, 2013

Well, he may not be politically correct....but let's face it - don't most retail / clubs / brands etc have the same ethos? Look at all the advertising you see...it's full of cool and good-looking people sporting the brands products. They are ALL trying to make the association - this guy was just foolish enough to say what everyone else was thinking.

Comment 11 of 24

TB of NSW Posted at 11:00 AM May 16, 2013

Hahaha....great work, the person who thought of giving this brand of clothes to the homeless needs a big thankyou and the CEO of the company needs a good kick up the backside.

Comment 12 of 24

Lucy of Brisbane Posted at 11:41 AM May 16, 2013

The "cool" and "popular" kids don't wear a&f, he really shouldn't insult the people who actually like and would want to buy his brand.

Comment 13 of 24

Ben of Sydney Posted at 11:44 AM May 16, 2013

somene should have told the high end fashion brands which make sunglasses-D&G, Coco Chanel etc. They just became the biggest bogan eye accessories of the decade.

Comment 14 of 24

AD Posted at 11:47 AM May 16, 2013

The quote was "taken out of context"? It's hard to imagine any possible context you could put around that quote that would make him less of a dick.

Comment 15 of 24

Audra Blue of Brisbane Posted at 11:48 AM May 16, 2013

Seriously, who cares what a clothing brand thinks? You either like and can afford their clothes or you don't. If not, go elsewhere. If your self esteem is so tied to a brand that the idiot CEO's comments offend you, you seriously need to take a long hard look at yourself and where your priorites lie.

Comment 16 of 24

nathan of perth Posted at 11:51 AM May 16, 2013

so instead of, oh i don't know, feeding or housing the homeless (or clothing them in general) people are using them to push their own BS agenda and get some attention. "can i have a dollar or some food?" "no, but you can have these skinny jeans, just make sure to look at the camera when i hand them over. people need to see me caring."

Comment 17 of 24

Ezy Posted at 11:53 AM May 16, 2013

Bloody Journo's there you go, you just gave him all the free advertising this goose could wish for. At the end of the day, if hi board of directors didnt agree with him, tey would have sacke him by now

Comment 18 of 24

Weasel Words of Gutless Wonders Posted at 11:55 AM May 16, 2013

What Joe said. Typical lawyer-driven corporate apology. Just leave out the words "was interpreted in a manner that" and actually apologise!

Comment 19 of 24

Naomi of South Australia Posted at 11:56 AM May 16, 2013

First boycotting Australian wool now discriminatory remarks about selective branding to stereotypical customers. Ha! A&F is quite the fool, the laughing stock of the industry thanks to archaic marketing strategies and misinformed beliefs regarding australian wool practices. as long as they keep Jeffries in the company it will be in damage control. Something about biting the hand that feeds you Jeffries?

Comment 20 of 24

Ben Posted at 11:57 AM May 16, 2013

though i dislike what he says he's right, he's not selling clothes he's selling an image, and saying he doesn't sell to uncool kids or fat women is a great ego boost to his customers.

Comment 21 of 24

JT Posted at 11:58 AM May 16, 2013

It's called they market to a certain demographic get over it people and stop being so sensitive. Lorna Jane doesn't have clothes over a certain size either, are they discriminating to fat people, no it's called marketing to certain groups, man we live in an over the top politically correct world. Get a life people.

Comment 22 of 24

Germ of Perth Posted at 12:01 PM May 16, 2013

So not only do many homeless people struggle with financial, health and mental health issues, but not they've been dubbed as 'uncool & ugly' by Greg Karber, if he believes they're the polar opposite of the cool, good looking people that Mike Jefferies wants wearing his clothes.

Comment 23 of 24

John of Brisbane Posted at 12:01 PM May 16, 2013

It really isn't any different than the very many bars and clubs that only allow entry to people who dress a certain way or have a certain look. At least he's honest about it. If it upsets you, then don't buy Abercrombie and Fitch. Crisis averted.

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